Iwatsuka Rice Crackers (Sara Sara / shrimp & cheese senbei)

Iwatsuka · Japan (Niigata)
Snacks & Sweets Rice Cracker Ambient Established export

Iwatsuka is a Niigata rice-cracker maker (est. 1947) using 100% Japanese rice for senbei and arare, including shrimp, cheese and curry-crunch varieties. It runs a dedicated US subsidiary, Iwatsuka USA, giving it an established North American distribution footprint. Its products ship to specialty importers such as Customize Sales in California. Single bags and multi-pack senbei are the core export SKUs.

The supplierIwatsuka Confectionery (est. 1947, Niigata; TSE-listed 2221) is a leading rice-cracker maker using 100% domestic rice, with a US subsidiary (Iwatsuka USA) and active import/export operations.
Why it sells abroad100% Japanese rice authenticity plus an in-market US subsidiary for reliable supply

Buyer's brief ✓ SOURCES VERIFIED

CertificationsFSSC 22000: not publicly verified for Iwatsuka. (confirmed) 100% domestic Japanese rice sourcing (company states only-domestic rice). HACCP basis assumed for export but not publicly documented. Halal: not certified for these (a few Iwatsuka items marketed elsewhere as 'muslim friendly' on ingredient basis, not certification).
Pack formatsSingle bags, individually wrapped multi-packs, gift assortments
Shelf lifeTypical: 4-6 months ambient (rice crackers)
StorageAmbient, cool/dry; keep desiccant sealed (crackers absorb moisture)
Minimum orderTypical: 1 pallet via US subsidiary or 1 mixed container direct
Lead timeTypical: 4-8 weeks ex-Japan; faster ex-US warehouse
CapacityTypical: large Niigata production base, established export volume
Container loadTypical: ~900-1,200 cartons per 20ft (low-density crackers)
PricingTypical: FOB USD 1.50-2.50 per bag
OEM / private labelPossible; not publicly documented (keep as draft)
Wholesale & MOQIwatsuka USA Inc.; Japanese trading houses
Key exporters & distributorsIwatsuka Confectionery Co., Ltd., Iwatsuka USA Inc.
Export regulationWheat/soy/shrimp/dairy allergens by flavor; rice import documentation; EU colorant rules; no gelatin
Market demandSteady Japanese-grocery and savory-snack demand in North America/Asia
How to source it(confirmed) Iwatsuka Japan -> Iwatsuka USA Inc. (group subsidiary) -> distributor/retail; e.g. Tokyo Central (Marukai) in California
Verified sourceshttps://www.jetro.go.jp/en/discoveryniigata/food/108.html; https://www.iwatsukaseika.co.jp/english/; https://tokyocentral.com/products/iwatsuka-kuromame-senbei-rice-cracker-5-5oz
MakerIwatsuka Confectionery Co., Ltd.
OriginJapan (Niigata)
CategorySnacks & Sweets / Rice Cracker
Available inUnited States, Canada, Taiwan +4 more
HandlingAmbient
Price tierMid
ChannelSpecialty
Export readinessEstablished export
HS code1905
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Profile maintained by Japonity (japonity.com), May 2026. General sourcing information only — confirm current availability, pricing, MOQ and the destination market's import rules with the maker or exporter before contracting. Japonity is not affiliated with this brand.